Changing the shape of apparel market

AUTHOR(S)

Cuneo, Alice Z.

PUB. DATE

February 2000

SOURCE

Advertising Age;2/7/2000, Vol. 71 Issue 6, ps10

SOURCE TYPE

Trade Publication

DOC. TYPE

Article

ABSTRACT

This article looks at the tasks of executive vice president of marketing Chris Hansen at Lane Bryant store chain. The executive was recruited by advertising executive Mary Wells Lawrence for advertising shop Wells, Rich, Green, New York. As head of marketing at Lane Bryant, she made a mature store brand for women size 14-plus. The chain has seasonal fashions that are delivered to department stores by Polo Ralph Lauren or Donna Karan. Lane Bryant will use marketing to promote a line of lingerie. Hansen is using full-figured celebrities such as actresses Camryn Manheim and Kathy Najimy in magazine print advertisements.